Research On Hebei Marketing Channel Strategy Of Philips Family Cinema

Family cinema since the end of last century until now has over 20 years' development, in the current market condition, home theater is the main bottleneck sales of consumer home theater course is very low. Retail stores to family cinema product sales importance gradually decrease, the retained sales areas decreased gradually, home theater market brand less and less, the whole family cinema industry marketing clout is low, the attention of more and more small potential customers. How to better and more effective stimulate consumer buying demand is the current home theater sales is the key.This paper USES marketing theory and SWOT ,Through the micro and macro to combine together, Quantitative analysis and qualitative analysis, phase and Rachel and field survey research methods, To philips family cinema original channel strategy and the market situation systematically analyzed, Finding out the channel strategy insufficiency, With an emphasis on issues for further analysis, Thus in the existing market under the new situation, pertinently put forward to family cinema product diversification of channel mode.Diversified channel mode from three aspects of existing philips family cinema channel strategy were improved, To widen the channel width, Change the original single dealers underwriting mode .Increased the national electrical appliances chain stores provides straightly and network marketing two sales channel, Improved channel coverage and product into the store rate. And then improving terminal salesAnd using the 4ps marketing theory and the theory of marketing channel force from the price, promotion, channels and product four aspects proposed to the original dealers management puts forward improvement strategies, Then strengthens the philips family cinema division to dealers and terminal retail outlets compulsion, improve channels efficiency. Through pertinently put forward to family cinema product practical and effective channel strategy Suggestions, then for most other company providing effective reference.